Marketing

Articles from June 19

ADWATCH: Fruit Shoot Plays Up Unexpected Maturity of Its Drinkers
Robinsons has extended its 'new thinking' work to talk straight to kids and please mums, reports Sam Solley. Robinsons Fruit Shoot continues to show kids reacting to situations in an unusually mature way in the fourth execution in its 'New thinking,...
ANALYSIS: Coors Tweaks Light for UK Tastes
Coors knows the words light and beer don't mix. But will its 'fine' tuning see the UK accept the phrase for drinks? US brewer Coors' decision to rename its international Coors Light beer as Coors Fine Light Beer specifically for the UK market reveals...
ANALYSIS: Understand How the Financial Game Works
Marketers need to know their numbers if they want to get ahead, says David Haigh. Interpublic Group (IPG) was recently forced to restate its 2002 earnings by dollars 364m (pounds 218m) to write off inter-company sales that had wrongly inflated profits....
A RELATIONSHIP TO RECOMMEND?: Exclusive Research Reveals Which Brands Have the Strongest Links with Consumers
Building relationships with customers is the priority for today's marketers - but are customers interested in building relationships with brands? The answer is yes, according to the seventh wave of Carlson Marketing Group's Relationship Builder...
B&Q Shifts Pounds 33m Task into JWT after 19 Years
B&Q has handed its pounds 33m UK creative account to J Walter Thompson following a six-week review out of Bates UK, which had held the account for 19 years. The account management and creative team from Bates will join JWT as part of the deal...
BRAND EXPERIENCE: Creating Rapport with Experiences
How do marketers use their brand in a live environment? Robert McLuhan investigates. Field marketers have few doubts about the importance of brand experience. The face-to-face activity they provide, whether basic street sampling or more elaborate...
BRAND HEALTH CHECK: Wimpy - What Can Wimpy Do to Rival US Burger Giants?
As Wimpy celebrates its 50th birthday, it is focusing on its British heritage to lure diners from its US high-street competitors. But will the activity be enough, asks Mark Kleinman. Not a lot of people know that Wimpy derives its name from the...
CAREERS: Company CV - Littlewoods
Littlewoods is one of the UK's biggest retail businesses. Once the UK's biggest privately owned firm, Littlewoods' home shopping business is now number two in the country. Littlewoods' operations comprise more than 200 stores and a catalogue division....
EDITORIAL: Beckham-Baiting Executions Will Do easyJet No Favours
Never mind how David Beckham's talents may fit into the teams themselves, it is now clear that his eventual destination has had at least as much to do with how his multi-million-pound sponsor deals may conflict with the sponsors of some of Europe's...
OPINION: Marketing Society - Get Down from Ivory Tower and onto Shop Floor
In the dim and distant past, having mastered both the three Rs and the four Ps, I lived and breathed the life of a 'bag carrier'. Every waking moment was dominated by the challenge of meeting my customers' needs and the thrill of the sale. My sole...
OPINION: Now Mirror Is Recovering, Bailey Can Attend to Group as a Whole
It was very brave of Piers Morgan, editor of the Daily Mirror, to suddenly discover the power of serious news. Heavyweight columnists and awards panels loved such a worthy stance: a tabloid editor finally giving all that rubbish about Big Brother the...
OPINION: Old-Fashioned Techniques Still Most Beneficial
Look through the results of the recent Marketing Society Awards and one thing stands out: almost every category winner in the consumer goods sector is a brand that could easily have been left to live out its declining years as a cash cow, feeding company...
OPINION: Understanding Client Finances Is Key to Ad Agencies' Fortunes
As brands become ever more important to chief executives, what kind of company will provide external advice and assistance in building and strengthening them? It's a question for which we do not have an answer. There are three main types of contender....
PROFILE: Heavy Hitter - Angus Porter, Customer Propositions Director, Abbey National
Angus Porter is unflappable. A dedicated cricketer, he plays our interview with a straight bat throughout, tackling all lines of enquiry with dry, measured precision. Last week, on his 46th birthday, Porter hit a lot of people for six by announcing...
Services Helpline
Sam Solley takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. Perfect match Q: With the Stella Artois and All-England championships at Queens Club and Wimbledon upon us, we would like...
T-Mobile Consolidates Pounds 10m Business in TMW
T-Mobile, the UK's third-largest mobile operator, has awarded its pounds 10m UK below-the-line account to Tullo Marshall Warren as part of an ongoing attempt to create greater efficiency. The account was previously split between three roster agencies....
Unwins Hands Top Role to Ex-Coors Light Man
Unwins has appointed former Coors Light marketing manager Ian McLernon as marketing director, with a brief to identify new routes to market and overhaul the off-licence chain's brand identity. McLernon joined Unwins in January in a strategic projects...
Virgin Atlantic Set for Flat-Bed Battle
Virgin Atlantic is about to unveil a new weapon to fight British Airways' lead in the premium air travel market, with a redesign for its Upper Class cabins that promises longer and wider beds than in BA's Club World. The design, patented by Virgin...
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